Management & Leadership: A Comprehensive Marketing Report on Fridge

This report presents a marketing strategy for a "Self Ordering Fridge," focusing on leadership and management principles within the context of Samsung Electronics. It includes a situational analysis with SWOT and PESTLE analyses, exploring internal strengths and weaknesses, and external political, economic, social, technological, legal, and environmental factors. The report details positional strategies, including segmentation based on age, gender, and income, alongside targeting and positioning approaches. Consumer buying behavior is examined, considering cultural and personal influences. Furthermore, the implementation of the marketing mix (product, price, promotion, and place) is addressed, with a focus on product development and ethical considerations. The report concludes with implementation and control measures to ensure the success of the product launch. The assignment is a case study on Samsung and offers insights into how to develop a product's image in a competitive market.

Management and Leadership

Table of Contents
INTRODUCTION...........................................................................................................................1
Aims............................................................................................................................................1
Objectives....................................................................................................................................2
.....................................................................................................................................................2
Situational Analysis....................................................................................................................2
Positional strategy.......................................................................................................................5
Consumer buying behaviour.......................................................................................................6
Implementation of Marketing Mix..............................................................................................7
Ethical Consideration..................................................................................................................7
Implementation & Control..........................................................................................................8
CONCLUSION................................................................................................................................8
References......................................................................................................................................10

INTRODUCTION
Leadership and management are both most essential term for the organization. But on the
same side, both term involves ongoing debate about the correlation between leadership and
management. Like does manager be a good leader or leader need to have good management
skills. Present study will be base on Management & Leadership that will focus on to develop the
product image in the competitive market (Byrd-Bredbenner and et.al., 2017). Therefore, the
product which will going to be introduced is “Self Ordering Fridge”. As per the research or the
need of the client. This product is best suited to the families or for those people who love to
explore new technology and home improvements. Furthermore, In the assignment will outline
the deep knowledge of the product such as build up the marketing strategy, SWOT analysis for
internal examination, PESTLE analysis, Marketing strategy, positioning etc. Somehow, the
whole study will be explaining the marketing scenario of the product with the best quality of
design.
Present study will be base on the case study on Samsung electronics corporation that was
established in 1969 as a division of Samsung group. Generally, company manufactured
electronic items such as TV, Electronics, watches, electronic, cash registers, Refrigerators, home
conditioners etc.
Definition
Marketing is the social process by which individuals and organizations obtain what they
need and want through creating and exchange value with others. Marketing practices support
sales volume of the business that better understands the process or idea and knowledge (Cardoso,
2017).
Market Need : As per the research conducted it has been observed that the study or outcomes to
be more identified and long-lasting work opportunity. Market place and market information and
size is the deep formation outcomes, The need of the market is domestic appliances.
Aims
 To increase the expected sale by 100.000 units.
 To increase the sales in next 2 years by 120.00
 To raise the sales of 150.000 by new 3 years.
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Objectives
In order to achieve the sales objectives and set standard criteria of success (Das and Rao,
2017). Samsung will present the challenging and productive marketing strategies through
promoting the product through social, advertising and new product formulation.
Self-Ordering Fridge
1 Define goals 6/1 1 6/8 8 8 0 100%
2 Determine Budget 6/8 8 6/15 8 6.4 1.6 80%
3 Contribution to National Adds(Artwork) 6/16 16 6/30 15 9 6 60%
4 POS-material 6/16 16 7/28 43 17.2 25.8 40%
5 Brochure -Buyer/consumer 6/16 16 7/28 43 8.6 34.4 20%
6 Staff training 7/28 28 8/11 15 15 0 100%
7 Social Media Advertise 8/12 12 8/26 15 12 3 80%
8 Monitor Campaign results 8/27 27 10/19 54 32.4 21.6 60%
PERCENT
COMPLETE
DURATION* (WORK
DAYS)
START DATETASK NAME DAYS COMPLETE* DAYS
REMAINING*
DAY OF
MONTH* END DATE
Contribution to N
Month 4Month 3Month 2Month 1
0 10 20 30 40 50 60 70 80 90
Define goals
Determine Budget
Contribution to National Adds(Artwork)
POS-material
Brochure -Buyer/consumer
Staff training
Social Media Advertise
Monitor Campaign results
Days of the Month
Situational Analysis
SWOT analysis (Internal factors)
Strength
 It is the most popular and leading electronic company across the world.
 Samsung has unique style of designing product and services to attained customer
satisfaction (Dib, 2018).
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 It has strong and competitive strong market capabilities and strong manufacturing sense.
 It maintained the good relationship bond between retailers and stakeholders.
Weaknesses
 Samsung's electronics has not been able to meet the Apple competitive position.
 Samsung has many competitors in the electronic market due to which customer not
sustaining at the same position.
 Samsung marketing efforts are not as much sustaining and sophisticated as Apple.
Opportunity
 Samsung has opportunity to expand the market and develop a huge market opportunity
and gain (Gardere, Sharir and Maman, 2018).
 Samsung can also need to make the better formulations and making the effective and
leading.
 Apple has also emerged as the dominant smartphone and tablet brand in some markets.
That also affect the business opportunity to better define the understanding goals.
 Samsung can also disclose the online market from sales channels and brings the highest
result targets.
Threats
 Apple has emerged as the emerged as the dominant smartphone and tablet brand in some
markets.
 Heavy competition in the market can become the threat for the company in long-lasting
manner (Hartley, 2017).
 Dynamic and changing needs of consumers and better understanding challenging will
help to continue the better goals and opportunity.
PESTLE Analysis (External Factors)
Political : The role of political factor is very important in current modern times. Government
policies and regulations has impact business on the huge scenario that grows the business
opportunity and gain. Moreover, the political environment of a nation bears direct relationship
with the economic environment of the country (Jarach, 2017). Political instability within the
country could impact on Samsung functions directly. But on the same idea, stability in political
situation can provide good opportunity to business gain and business opportunity development.
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Economic factors : Economic business factor has always been impact on the business
profitability. Economic factor get influenced by recession and crises in the market. Due to which
prices have been increasing and the consumer demand will decrease (Kim and et.al., 2017). The
reason behind that in recession consumer wants to save money rather than investment. In terms
of that, global uncertainty has made the company to change its strategies now and then.
Social factors : Social factor of the business environment get influenced by the local beliefs of
the culture in which the environment business is operating. This is the highly affecting business
environment that makes the business more ineffective and challenging. Social factor are purely
based on the sustaining environmental goals. However, to sustained in the long term market
business should need to abide the all social implication and should fulfill the needs of customers.
Technological factors : Technological innovation has always been the most potential factor that
raise business opportunity and customer satisfaction (Kotler and et.al., 2015). On the same side,
due to high competition, it is challenging for Samsung to adopt innovation before no one can
adopt. Most of the product of Samsung belongs technology. So it is very necessary for the
company to look after the new change or the new technology in the market.
Legal environment : Legal implications are highly risky factors for the business. Samsung has
to be very much vigilant about the legal issues like copy and other pirated issues. All such issues
impact the business function and affect the business into high context. However, in order to
protect the business from illegal activities (Le and Park, 2017). Samsung should need to
implement new regulations and legal aspects just to protect the business from the government
interferences. Otherwise, legal factors could impact the business reputation and also restrict the
legal bindings in the business context.
Environmental Factors : The importance of globalization is been increasing nowadays, that
makes the business environment more competitive and innovative. In this environment consumer
has always demanding with some new featured products that is most competitive with other
brands. So in this environment Samsung should need to focus on new product development with
the consideration of protecting environment or nature. Apart from this, in internal context the
company environment should also be very much attractive to employees that helps to gain
business reputation in the market (Lee and et.al., 2017).
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Positional strategy
Segmentation : Every process related to product is been starting from setting the target
market. That is most helpful to promote the product or services to maximum output. The
meaning of segmentation is splitting of the market group into the end users who have maximum
difference between groups (Lidstone and MacLennan, 2017). The maximum difference between
groups and task that build up the good network between the company and customers. Generally,
segmentation target customers on the basis of some certain criteria such as age group, Gender,
Income basis to examine the level of customers. So in order to measure the segmentation of
Samsung are as given below:
Basis Description
Age Group 22-25
Gender Male or Female (Majority if Female who wants to explore the home
appliances with the latest technology)
Income Samsung electronic corporations target lower to upper class people.
Segmentation process also involves other segmentation measures such as geographic,
demographic, psycho graphic on which basis company set the potential buyers.
Basis Description
Geographic Rural to Urban Areas
psycho graphic Lifestyle, Consumer behaviour, Values, Traits or interest
Demographic Lower to upper class customers
Targeting : Once Samsung decides their potential customers for “Self Ordering Fridge”.
The next step is to make the targeting strategies through applying the marketing mix such as
product, price, promotional strategies, etc (Omer, 2019). For example : Samsung target females
for “Self Ordering Fridge”.
Positioning : Positioning marketing strategy is the two-way battle in which company
needs to position its product into the competitive market with some potential marketing
strategies. How customer perceive and judge the new latest product by the company. For
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example: Samsung electronics has already mentioned its positioning in the marketing as a
competitive brand with producing high quality products or s services.
Consumer buying behaviour
Consumer buying behaviour is the most essential criteria for the business growth, that
continuously changing as per the market opportunity and gain (Pappas, 2016). But on the same
side, there are many factors through consumer get influenced. Consumer buying behaviour is the
factor that highly affect the business. Globalization is the most sustaining the tool that motivates
the business environment and target market opportunities to better understand the business
opportunity and gained. However, consumer buying behaviour is based on some certain criteria
such as lifestyle of buyer, income level of the buyer, consumer attitude. All such factor affect the
consumer purchasing decision (Ramya and Mohamed Ali, 2016). Not every consumer passed
through all these stages when making a decision to purchase and in fact some stages can be
skipped depending on the type of purchase. Consumer behaviour is highly dynamic and
uncertain in different context. That particular sustained with the product or services in the
context of business organization goals. However, all such factors involves some uncertainty that
defines the proper understanding between the goals and objectives. In other words, consumer
buying behaviour is influenced by consumer behaviour are demographics, consumer knowledge
perception, learning, negotiation factors affecting consumer behaviour (Shon and et.al., 2016).
Mainly consumer get affected by two major factors, first is individual and second one is
environmental. The seconds, Environmental factors represent the benefits, attitudes and life
styles.
Factors affecting consumer behaviour
(A) Cultural Factors : Cultural factors have the huge broadest and deepest impact on buyers'
behaviour (Shyamsundar and Babu, 2017). Such factors consist culture, sub culture, a culture of
social classes. Culture is a powerful and dominant and determinant of personal needs and wants.
Culture can be defined as the way of living, way of doing and way of worship. Such factors
might affect the customer decision-making process.
(B) Culture of Social classes : This social cultural factor might also affect the overall
consumers. In many cases, social classes are based on caste system that has been based on caste
system. Such factors might have effect the consumer needs and wants, skills, habits preference .
career orientation and approach towards life. Besides, that some other factors that makes that
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certainly affect the consumer decision-making approach that are upper-upper, lower upper, and
upper middle and middle class. This would help to continue the working opportunity and task to
be very much essential for the business growth. Social factor, is highly influenced that makes the
business more (Son and et.al., 2017).
(C) Personal factors : Personal factors affect the one buying decisions that understand the
cosnumer prefernece and opportunity gain in the business. Personal factors belongs to buyers
itself that affect the decision-making process. For example : age factor, Age factor might affect
the consumer purchasing. Like Electronic items majorily purchased by adults teenager who well
understand their pros and cons. On the other occupation is the another preferable factor that
affect the business decision-making pproach. Social factor might be ineffective and sustaining
the business opportunity and gained in different aspects. Lifetyle and economic condition is also
belongs to personal factor due to which consumer changes their dcertain decision-making
approach.
Implementation of Marketing Mix.
Product : Product is the core element which explains the features of Samsung marketing
strategy. In order to develop the new product development. Samsung's electronics invest huge
amount of funds on the market research to develop the new competitive leading challenge.
Besides, Samsung also offers the range of products in the market to maintain the diversity and
competition (Tarannum and Hassan, 2016). For that, “Self Ordering Fridge” is the innovation of
Samsung for families who love to explore automotive developed technolohgy.
Price : Price is the another core component after product on which customer focus on. Price has
to be the element that needs to be focused on to gain the business outcomes. Pricing strategy
needs to be set as per the level of target customer. Such as Samsung should be acquiring
competitive pricing strategy either skimming pricing strategy to launch the new product or
services.
Place : Place defines the distribution process of product or services whatever taking by the
company. For example : Samsung has some certain dealers that distribute retailers directly to the
service sector.
Ethical Consideration
Sustainability : Ethical consideration is very much required for the business that controls
the better understanding and developing the business growth challenge (Son and et.al., 2017).
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Business sustainability is belongs to the principles and business ethics that must be abided by the
company. Attaining business sustainability defines that how much business putting efforts
towards the business goals and maintaining the business reputation. Sustainabile business
environment participants the friendlly business activity. That motivates the business gain and
purpovise outcomes.
Business consideration
Environmentally friendly
Enviornmental friendly business nature is the most effective and developing business.
The business organization also need to be specific in terms of using raw material and target gain.
This business has automatically developed the business gain and different aspect of the target
opportunity (Tarannum and Hassan, 2016). That also be need to be followed within the
organization making charges. Overall, the performance business objectives also make the system
more challenging and evaluating the business opportunity and gained. How to create a more
sustainable business opportunity and new business environment. Company needs to focus on the
corporate sustainability that makes the business more reputated and business gain systematic and
following effective manner. Benefits that company gained from the sustainability such as it helps
to save money, boost market share, create green collar jobs, attract and retain employees,
businesses with fair and ethical practices and also maintained the retain process of employees.
Implementation & Control
Implementation and controlling is the last process of marketing plan where the manager
requires to focusing on the employees' settlement. However, in order to take review of the
system. Company needs to be taken Monitoring strategic implementation technques to be more
energetic work outcomes (Tarannum and Hassan, 2016).
Techniques of controlling techniques
 Financial audits
 Budget controls
 360 degree Evaluation
CONCLUSION
On the basis of above report, it has been analysed the role of management and leadership
in marketing activties. It explored the deep knowledge on how business can develop their new
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process to market the new product or services by presenting and developing the different
documentation process. However, the business also gained the different opportunity and gained
to disclose the better understanding approach. Lifestyle, performance and gained can helpful to
sustain the different economic concepts. Also, study defined the role of consumer decision in
purchasing process. Assignment also develop the understanding level of the business objectives
and targets. Overall, It has been concluded that before launching the new product, organization
should also have the pre planned structure to promote the product in the market.
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